Research On The Influence Of Price Perception And Involvement On Consumer Cellphone Online Purchase Decision Based On Framing Effect

Since price discounting remains a popular form of in-store promotion, the mosteffective way of implementing a price discount, including the way in which it ispresented, or “framed”, has a remarkable influence for consumers’ price perception;and purchase involvement and purchase decision. The different price presentationmethods of promotion lead to the different price perception and purchase involvement,and the result for the different buying decisions. Researches on framework effect inconsumer behavior are gradually rich at present, and the moderators become morediverse. Studying price framework and its effectiveness has important managerialimplications for most retailers and many manufacturers including e-businessenterprises.This paper made a literature review on the effects of message framing ofdiscount on consumers’ price perception and purchase intention and summarizeddifferent types of moderating factors of the framing effects such as price, discountamount, product type, consumer knowledge and consumer involvement. This paperthen discussed possible topics for future research in this area. In this research, Iselected consumer price perception and purchase involvement as the moderators.Then designed a controlled trial in two different price frames and the distributed thequestionnaires through the internet collecting samples. Then used SPSS and AMOSfor data analysis, hypotheses testing and draw conclusions. Finally, the paperprospected further research in the framing effect field.